In Chapter 5, it discusses listening to the audiences thoughts and disagreements with what they have read. When you write something you can't expext that everybody will agree with what you write. There will always be a skeptic who has their own opinion on the topic. By blocking the skeptisism out, you are only increasing their doubt. You can avoid this by answering questions to give the reader insight on the topic. Your readers may also argue their point against yours. The book uses productivity as an example. The reader may think that their idea will increase productivity. It's important not to argue that point but to persuade them that your's is correct. When you try to argue that point, you are only discouraging the other person. Make sure you have covered all your bases, done the research and understand the topic you are writing on. By doing this, you are more likely to persuade the reader rather than pushing them away.
I often times do the opposite. When someone does not agree with what I have said, I automatically go on the defensive. This only creates a heated argument. I think that by listening to the other person instead of shutting them out, I can persuade even the biggest skeptic.